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Newnewsaudience 091113094003 Phpapp02
 

Newnewsaudience 091113094003 Phpapp02

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    Newnewsaudience 091113094003 Phpapp02 Newnewsaudience 091113094003 Phpapp02 Presentation Transcript

    • THE NEW NEWS AUDIENCE 12 ways consumers have changed in the digital age Lee Rainie Director – Pew Research Center’s Internet & American Life Project Knight Law and Media Program / Information Society Project Yale Law School 11.13.09
    • 2000 46% of adults use internet 5% with broadband at home 50% own a cell phone 0% connect to internet wirelessly <10% use “cloud” = slow, stationary connections built around my computer The internet is the change agent Then and now 2009 79% of adults use internet 63% with broadband at home 85% own a cell phone 56% connect to internet wirelessly >two-thirds use “cloud” = fast, mobile connections built around outside servers and storage
    • 1 – It’s shrinking: 19% get no news on avg. day
    • 2 – It’s spending less time with news
    • % of adults 3 – It’s losing faith in news organizations
    • 3 – It’s losing faith – TV story % of those who could rate news source: PRC People/Press)
    • 3 – It’s losing faith – print story
    • 4 – It’s shifting platforms: the internet rises, especially among broadband users +1,850% -25% -52% +18% -41% -27% % of adults (% of all Americans who “regularly” go to news source: PRC People/Press)
    • % of American adults – allowed to give 2 sources 4 – It’s shifting platforms by topic, especially among broadband users
    • 28% 26% 4 – It’s shifting platforms by topic, especially among broadband users
    • 5 – It’s segmenting – diff. people use diff. platforms
    • 6 – It’s grazing: news becomes all-day staple
    • 7 – It’s becoming mobile – awareness is ambient
      • 29% of mobile phone owners have gotten some kind of news on their phone
    • 8 – It’s customizing – “Daily me” and “Daily us”
      • About half of internet users have personalized a web page, receive RSS feeds, belong to listservs, or get “news alerts” on the topics of their choice
    • 9 – It’s polarizing – 2007 data 14% 21%** Radio 44%* 38% Newspapers 6%* 3% MSNBC Cable 11%* 7% CBS Network 17%* 8% CNN Cable 14%* 10% NBC Network 13% 11% ABC Network 25% 22% Local news 10% 24%** Fox Cable 74% 69% All forms of TV Voted Democratic Voted Republican Media choices of Republican and Democratic Voters
    • People-Press news consumer typology 10 – It’s blending platforms
      • Who they are
        • 46% of the public
        • Older, less-educated and less affluent
      • What they do
        • TV is main news source
        • Few get news online
        • Understand news better by seeing pictures, rather than reading or hearing
      Audience Segment: Traditionalists
      • Who they are
        • 23% of the public
        • Well-educated, affluent, middle aged
      • What they do
        • TV is their main news source
        • But most get news online on a typical day
        • Greater interest in political news than other audience segments
      Audience Segment: Integrators
      • Who they are
        • 13% of the public
        • Affluent, well-educated, relatively young
        • 58% are men
      • What they do
        • Web is their main source for news
        • Frequent watch news videos online
        • Heavy tech usage, strong interest in tech news
      Audience Segment: Net-Newsers
      • Who they are
        • 14% of the public
        • Least affluent, least educated
        • 61% are women
      • What they do
        • Do not closely follow local, national, international, or business & finance news
      Audience Segment: Disengaged
    • 11 – It’s becoming participatory
    • The participatory political class
      • 55% male – 45% female
      • No major racial/ethnic tilt
      • Skews to upper socio-economic tiers:
        • 73% have some college education
        • 56% in households >$50,00
    • 12 – It’s becoming social – networks as news filters, news assessors, meaning makers, audience
      • 10% of those with social networking profiles get news through those sites
    • Thank you!
      • Lee Rainie
      • Director
      • Pew Internet & American Life Project
      • 1615 L Street NW
      • Suite 700
      • Washington, DC 20036
      • Email: [email_address]
      • Twitter: http://twitter.com/lrainie
      • 202-419-4500